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Purpose – This chapter examines the central and potent role of ‘micro-moments’ in relation to the development and construction of corporately responsible cultures and environments.

Methodology/approach – The chapter engages a participant observational method set within an interpretivist methodology. The data generated take the form of vignettes which are used to explore the issues.

Findings – The discussion and argument demonstrate that while much worthwhile attention has been paid to the macro aspects and dimensions of corporate social responsibility, less scrutiny has been focused on the myriad micro-moments that operate to ultimately create macro-settings. The chapter illustrates the nature of micro-moments and shows their interactive nature combined with their consequences and implications for building corporately social irresponsible or corporately social responsible environments.

Research limitations/implications – The chapter underlines the vital role of micro-moments for corporate social responsibility. The data consist of a number of vignettes which illustrate a particular circumscribed setting. As is commonly the case with inductive research, further work, mindful of on-going reliability and validity measures, will be required to assess the generalisability of the findings across other sectors and organisations.

Practical implications – The chapter affords people working in organisations the opportunity to reflect on their actions in the micro-moment and scale them towards corporately social responsible outcomes.

Social implications – Improvement of micro-moment interactions should work to improve corporate social responsibility across a range of organisational settings.

Originality/value – The chapter constructs a novel argument in relation to micro-moments and demonstrates through original vignette data the impact and interplay of micro-moments for corporate social responsibility/irresponsibility.

Micro-moments are rationale-rich moments while selections are made, and alternatives fashioned. Such records and trends can provide insights as to what topics and types of content material the customers are looking for. The main agenda to choose this topic is that it is something very minute, yet highly profitable to a firm if done right. This chapter mainly aims to focus on quantitative analysis with the collection of data that revolves around questions which represent consumer behavior and some parts of consumer psychology as well. Google has devised four major moments with regard to online purchase behavior as just browsing, shopping, reviews to positive word of mouth which when measured in the right manner can generate the database of the most profitable target consumer group for a particular organization. This being the major agenda of the research, it will help marketers and the R&D team of any organization to formulate and advertise the right products on the right platform. The objective of this study is to connect consumer behavior and micro-moments for the benefit of marketers. The managerial implications of this study are to reduce the advertising costs by tapping into the right target customers and find a suitable online platform to advertise by understanding the micro-moments of the consumers with the help of some questions via the form of a questionnaire and finally to prove that the relation between measuring these moments of consumers are profitable to determine the purchaser’s mindset hence to achieve profitable conversions.

This paper's aim is to examine the catalytic and pivotal role of micro‐moments in organizations and their role in producing the possibility of sustainable or unsustainable change and transformation.

The paper employs participant observation within an interpretivistic methodological approach. This provides critical incident vignettes with which to explore issues.

The argument contends that macro‐events in relation to either (un)sustainable and (ir)responsible events are rooted in “micro‐moments” centred on behaviour and choices. These myriad choices occur repeatedly – a dilemma captured by the metaphor of Janus. Underpinned by templates of Aristotelian virtue ethics and Kantian deontology, the paper argues that consistent “good” character” and “good behaviour” are central to ensuring sustainable change. Alternatively, “bad” character and behaviours have a propensity to engender ambivalent unsustainable and irresponsible environments.

The work heightens awareness of seemingly “insignificant” micro‐behaviour in organizations undergoing processes of change. If allowed to occur without redress, negative micro‐moments lead to negative impacts on the macro‐aspects of the organization whereas positive moments tend to engender more sustainable and responsible environments.

The paper builds an amalgam of extant literatures on business ethics, organizational behaviour, corporate culture, organizational change management and sustainability and focuses attention on the under‐developed phenomenon of the micro‐moment.

This qualitative study explores how individuals understand health insurance concepts and make health insurance purchase decisions. The study sought to develop a model of the health insurance decision-making process.

This study used semi-structured interview questions and the micro-moment time-line interview technique with newly hired employees to discuss the steps that individuals follow when making health insurance decisions. The researcher used an open coding approach to analyze the steps listed by each participant, and emergent themes were used to code all interview transcripts in Atlas.ti.

This study identified information tactics used by individuals when evaluating health insurance documentation. The findings also shed light on the personal reflection individuals undertake when making their health insurance choices.

The information needs and preferred information sources identified in this study will be of interest to information professionals and human resources officers providing assistance with health insurance enrolment.

The findings demonstrating that participants characterized their health insurance choice as a shared decision is a novel contribution of this study.

The purpose of this article is to identify new variables that form the core building blocks of employee engagement model which can be leveraged by human resources' (HR) practitioners to develop HR strategies to drive employee engagement initiatives in their companies.

The authors have undertaken extensive literature review to identify the variables that enhances engagement. These variables are yet to be leveraged fully in engagement models that have been developed but have the potential to impact the motivation levels of the employees. Exploratory survey to validate the relevance of these variables was conducted and subsequently these variables were grouped into a Context, Altruistic, Resonance and Enable (“CARE”) framework that can be leveraged by HR practitioners.

The changing nature of workforce, increasing diversity and tenure of jobs has resulted in changing aspirations of employees as well. The building blocks hitherto adopted by companies to craft their employee engagement strategies have to undergo a perceptible change as well. This paper offers an alternative perspective of relooking the engagement levers currently adopted by firms (work environment, autonomy, appreciation, organization support, etc.) and proposes 15 new building blocks (resonant connections, value congruence, socialization practices, micro-moments of connections, fit amongst others) which are logically grouped under CARE model over which employee engagement strategies can be built by companies.

This paper provides insights into this important concept of employee engagement using a set of newer constructs that can form the foundation of newer models that will drive future HR strategies to enhance engagement.

This case features Lucas Lopez Lince, a rising leader in Colombian consumer goods company Grupo Familia. Lopez Lince had inherited a digital marketing program built around a newly identified customer persona–a young low-income mother. The program represented a significant shift in Familia's target customer as well as a shift in the way marketing funds were spent. The program appeared to be working, so he increased the digital spend even as he had to reduce his overall marketing budget in the face of challenging economic headwinds. Activity metrics such as page views, social media “likes,” and video views rose dramatically, and at the same time sales began to rise again. By the beginning of 2017, Lopez Lince faced a deeper set of questions. How could he be certain that the rising sales were due to the digital efforts? Would the existing digital programs and tactics continue to deliver against chosen metrics? And what could he do next in order to continue driving growth of revenue and margin through digital efforts? Students assume the role of Lopez Lince and are asked to apply concepts such as customer personas, micro-moments, and customer journey mapping to develop their own point of view on what they would do next.

The purpose of this paper is to investigate the influence of metaliteracy on collaborative and individual information behaviour (IB) among academic staff. The goal is to observe the impact of these competencies on knowledge management (KM) and IB in research tasks connected with the humanities and social sciences.

This paper presents an implementation of two combined frameworks into a study on the IB of academics: metacompetencies described by Mackey and Jacobson in the metaliteracy model and Burke’s triple-A model. By using the Dervin’s micro-moment time-line interview framework, authors try to observe the state of development of information literacy and other supportive competencies among younger lecturers and researchers.

Scientists develop patterns of collaborative behaviour based on seven metaliteracy areas in KM.

The study did not include students and other groups related to the academic environment. Their involvement in information processes is a very wide issue and should be the subject of a separate article.

The paper contributes to research development in the area of information literacy as a KM efficiency factor. IB in this paper is a broad concept, in which the development of metaliteracy is an important aspect of lecturers’ and researchers’ KM and collaboration skills.

Delineate the strategic implications for three new marketing trends based on digital technology.

The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media.

Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation.

Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing.

This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.

Purpose – This chapter introduces this volume's topics, purpose and key themes.

Methodology/approach – This chapter reviews literature and chapters and offers conceptual development.

Findings – The difficulties of CSR in theory and practice are mainly due to its incomplete conceptualisation because its inseparable counterpart CSI has been eventually neglected or ignored in the CSR theorising process. The CSI concept is as equally important as CSR. CSI offers a theoretical platform to avoid the vagueness, ambiguity, arbitrariness and mysticism of CSR. CSI deserves to be a serious subject of inquiry and demands more scholarly attention.

Practical/social implications – With the aid of the CSI concept, CSR becomes more realistic and effective, as it is now more focused, practical and operational. While CSI is clear-cut, CSR is clearly meant, at the very least, to do well by undoing CSI. It is easier to promote CSR by addressing CSI first. The concept of CSI may allow everyone, including business practitioners, to concentrate on resolving the most important and urgent issues of public concern. It also encourages people to address the root causes of CSI problems in a systematic way. Doing so undoubtedly expands and enriches the understanding of CSR.

Originality/value of chapter – The concept of CSI has been less developed in academic circles. While the contributors of this volume have made significant contributions to the understanding of CSI, this chapter adds fresh reasoning and explanations to the development of the CSI subject.